Microsoft gains the upperhand with it's LinkedIn purchase.

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With Tuesday's approval by the EU of the $26B purchase of LinkedIn, Microsoft can finally get down to revealing its plans for the massive data held by the Social Media giant. In an article on, eight integration scenarios were revealed, and we were happy to see that one of them includes Dynamics CRM. The scenario is described as "Redefining social selling through the combination of Sales Navigator and Dynamics 365". Now this is not unexpected as an integration of LinkedIn with Dynamics 365 is entirely logical.

So how will Dynamics 365 + LinkedIn Redefine social selling? I think that it is pretty clear. CRM Online users already have access to an amazing tool called Insights from InsideView Insights allows CRM users to research the companies that could become key clients. Sales teams can create leads, accounts, and contacts as well as follow up with the latest news from those contacts and companies.

But InsideView does not always have all of the information about those key contacts since there is no integration with LinkedIn. LinkedIn has offered Sales Navigator for several years as an integration with Dynamics CRM. Sales Navigator provides much deeper integration of the contacts at target companies as well as ways to keep up with job changes as well as set alerts for company news and information. As opposed to InsideView, LinkedIn  Sales Navigator requires a premium subscription to LinkedInto access all of that data.

So here is how I see this going down for Microsoft. Microsoft wants its investment in LinkedIn to pay off as well as have a competitive edge against other services like Salesforce. While Microsoft has promised to make LinkedIn data available to these competitors, what better way for Microsoft to gain the upper hand by including access to LinkedIn data from within Dynamics 365 at no additional cost to subscribers?  This scenario would be the most logical may for Microsoft to use the valuable data to which it now has access.

What are your thoughts? Should Microsoft include full access to Dynamics 365 subscribers? Or do you think that there will still be a separate cost for that data? Leave your thoughts in the comments below.

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